About
Thorne is a health and wellness brand trusted by elite athletes, healthcare practitioners, and everyday consumers. Since 2019, Thorne has been an official partner of UFC, supplying clean, evidence-based supplements that support peak performance, preparation, and recovery to their athletes.
Industry
Health & Wellness
Platform
Custom site
Challenge
Thorne needed a way to tie the high-visibility UFC partnership to measurable bottom-line results, beyond brand health and awareness metrics.
Results
With Fairing, Thorne can directly attribute conversions to UFC activations, turning a traditionally hard-to-measure partnership into a proven revenue driver.
The Challenge: Measuring a High-Visibility but Hard-to-Track Partnership
Thorne and UFC launched their partnership in 2019, centered around providing elite athletes with Thorne’s clean, NSF Certified for Sport supplements to support training, performance, and recovery. UFC Performance Institute staff, including dieticians and performance coaches, integrate Thorne products into fighters’ nutrition plans, making the partnership deeply embedded in athlete health and wellness.
Thorne knew the partnership was a natural fit, but proving ROI wasn’t as straightforward. Without clear bottom-funnel measurement, it was hard to know if activations - like UFC social media posts, ambassador content, and exposure on pay-per-view spots - were actually driving customers to purchase.
Historically, the team leaned on brand health metrics, UTMs, and traffic spikes, but these methods only captured a portion of UFC-driven sales.
The Solution: Always-On Attribution with Fairing
Thorne adopted Fairing at the start of 2025, timed with their UFC partnership renewal, by integrating a HDYHAU survey directly into their custom-built post-checkout flow. New customers are asked, “How did you hear about Thorne?” while returning customers see, “What brought you back to Thorne?”, capturing direct-from-consumer insight around UFC’s role in the purchase journey.
The survey data gives Thorne something they didn’t have before: bottom-line clarity on a meaningful partnership. As the team put it, “For the lower funnel, Fairing is the source of truth.”
Using Fairing’s default SDK modal experience, Thorne sees an average response rate of 82% on their first question. With their scale, this allows Thorne to confidently extrapolate their survey data for accurate revenue projections.
Fairing enables Thorne to:
Attribute sales to specific UFC campaigns, ambassadors, and activations.
Compare the impact on new vs. returning customers, validating that UFC drives net-new audiences to Thorne.
Track conversions after key UFC events, like social campaigns, pay-per-view spots, or activations.
The Results: Proving UFC Moves the Needle
Fairing has helped Thorne achieve a clearer picture of how its UFC partnership translated from brand visibility into measurable business impact. By reviewing Fairing’s dashboard, Thorne has been able to determine:
UFC customers have a higher than average AOV: UFC-attributed customers place orders with a 9.4% higher AOV than the average customers.
Direct proof of impact: After UFC social pushes, broadcast ads, and arena QR activations, Fairing data shows response spikes in customers crediting UFC as their main touchpoint.
ROI validation: With Fairing, Thorne’s team can more confidently assess the financial return of the UFC partnership and weigh its long-term role in their marketing mix.
Start measuring your partnership channels today - start a free 14-day trial of Fairing and see what attribution insights await.
